As a human being, the shopper has the unique
ability to imagine herself in relation to future consumption situations of food
products. She can imagine the sensory experience surrounding these situations,
the mood and how it will affect her future feelings too. This “trial
experience” of a current food product, which she considers purchasing, is based
on her earlier experiences of similar consumption situations and the emotions
experienced in these contexts.

To improve the stimuli activating the shoppers’
trial experience process and to forecast the effects of using these stimuli,
emotional data will become an increasingly important source of detailed shopper
behavior insights. Driven by research and developments in Machine Learning and
AI-techniques computers can now identify and process human feelings and
emotions more efficiently than ever before.

Audience
take aways:- Understanding how imagination works as a ‘trial
experience’ in the shopper’s mind- How AI and machine learning can help our
understanding of the shopper brain- How to activate the right stimuli during shopper
experiences